Blog

No, attention spans aren’t shrinking No, attention spans aren’t shrinking

It’s not about your attention span, but what can hold your attention.

Use the words your reader uses Use the words your reader uses

Matching the reader’s language makes it easier for them to get your message.

Buy this, you fool Buy this, you fool

Two recent ads that both try ‘negging’ the reader, with mixed results.

Why copywriting depends on empathy Why copywriting depends on empathy

To reach your reader, you need to get inside their head and feel what they feel.

’Tis the season to be punny ’Tis the season to be punny

Christmas copy puns can be cringeworthy, but if they’re actually linked to the product, they can still work.

Why stories are special Why stories are special

Why stories are much more than just another marketing technique.

Make it real Make it real

Choose your words carefully, because your reader will picture whatever you describe.

On becoming an expert On becoming an expert

You may not recognise yourself as an expert, but your younger self would.

Terrible tone of a truculent Tory Terrible tone of a truculent Tory

The way Jacob Rees-Mogg uses language is just as important than what he actually says.